The Influence Of Green Brand Image On Brand Evaluation

Green Marketing is one of the research focuses in marketing theory nowadays. It's an important strategy for enterprise to implement green marketing. Brand image has been studied thoroughly by academic circles at home and abroad. Brand image is attributes and brand association related to a certain brand that formed in consumers' minds, it influences consumers' apperceive in varying degrees and plays an important role in public praise and market share.By started with consumers apperceive, this paper will show you the research on what effect would green brand image builded by the enterprise brings to band evaluation. The chosen indicator for band evaluation includes brand attitude,Purchase Intention and brand loyalty. And the chosen object of study for this paper is Dulux ( a coatigs brand). On the basis of using predecessors' achievements, we will collect data through questionnaire survey . With the help of SPSS statistical software, data would be processed by the Synthesis of factor analysis, correlation analysis, variance analysis and regression analysis.This paper define Green brand image, determine the dimensionality & scale of Green brand image, and make a further analysis on what effect would Green brand image bring to band evaluation. The data analysis reveals that green brand image is shown via four aspects: the green enterprise image, green product identity, humanization image and green symbol. Consumers' association to these four aspects have positive effect to band evaluation In addition, a preliminary analysis on influence caused by different demographic groups has been made, which showed that the opinions on what effect would Green brand image bring to band evaluation are greatly affected by people's educational background, but less by people's gender difference .This paper will give some inspirations to the practice of green marketing. The enterprise could implement its strategy on green marketing by building up its image of green product, Green brand image, humanization image and green symbol. While during the operation, green products is the one that enterprise shall pay close attention to; while building humanization image, the enterprise shall focus on the cultivation of a healthy and positive brand ; the socially useful activity is beneficial to the enterprise for building a green enterprise image; while green symbol could pass the information of Green brand image through Green Package and green sticker...